System to track visitation metrics

ABSTRACT

A visitation tracking system tracks user visitation to locations of interest to generate and report visualizations of the user visitation data. The visitation tracking system may be or include a group of one or more server machines configured to receive a user input specifying a location of interest, cause display of a presentation of a set of proximity borders within a region in response to the user input specifying the location of interest, wherein the region is based on the location of interest, receives a selection of a region to monitor (e.g., proximity borders, geo-fences), detects entries of client devices to a geo-fence represented by the region to monitor, and causes display of a notification in response to the detection of the entries.

TECHNICAL FIELD

Embodiments of the present disclosure relate generally to mobilecomputing technology and, more particularly, but not by way oflimitation, to privacy sensitive systems for tracking visitationmetrics.

BACKGROUND

Brick-and-mortar retailers often wish to collect data that describesusage and visitation patterns for various public and business locations.Such information can be extremely valuable in developing visitationstatistics for various purposes, including for example, estimation oftraffic on a given day or time, as well as identifying new markets orregions to expand.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

To easily identify the discussion of any particular element or act, themost significant digit or digits in a reference number refer to thefigure number in which that element is first introduced.

FIG. 1 is a block diagram showing an example messaging system forexchanging data (e.g., messages and associated content) over a networkin accordance with some embodiments, wherein the messaging systemincludes an engagement tracking system.

FIG. 2 is block diagram illustrating further details regarding amessaging system, according to example embodiments.

FIG. 3 is a schematic diagram illustrating data which may be stored inthe database of the messaging server system, according to certainexample embodiments.

FIG. 4 is a schematic diagram illustrating a structure of a message,according to some embodiments, generated by a messaging clientapplication for communication.

FIG. 5 is a schematic diagram illustrating an example access-limitingprocess, in terms of which access to content (e.g., an ephemeralmessage, and associated multimedia payload of data) or a contentcollection (e.g., an ephemeral message story) may be time-limited (e.g.,made ephemeral) in accordance with some embodiments.

FIG. 6 is a block diagram illustrating various modules of a visitationtracking system, according to certain example embodiments.

FIG. 7 is a diagram illustrating a presentation of a set of geo-fencesby a visitation tracking system, according to certain exampleembodiments.

FIG. 8 is a diagram illustrating a geo-fence associated with a proximitycircle from among the set of proximity circles, generated and maintainedby a visitation tracking system, according to certain exampleembodiments.

FIG. 9 is a flowchart illustrating operations of the visitation trackingsystem in performing a method for causing display of a notification inresponse to detecting a client device within a geo-fence, according tocertain example embodiments.

FIG. 10 is a flowchart illustrating operations of the visitationtracking system in performing a method for tracking entries into ageo-fence over a predefined period of time, according to certain exampleembodiments.

FIG. 11 is a flowchart illustrating operations of the visitationtracking system in performing a method for generating and causingdisplay of a metrics interface, according to certain exampleembodiments.

FIG. 12 is a diagram illustrating a metrics interface generated by thevisitation tracking system, according to certain example embodiments.

FIG. 13 is a block diagram illustrating a representative softwarearchitecture, which may be used in conjunction with various hardwarearchitectures herein described and used to implement variousembodiments.

FIG. 14 is a block diagram illustrating components of a machine,according to some example embodiments, able to read instructions from amachine-readable medium (e.g., a machine-readable storage medium) andperform any one or more of the methodologies discussed herein.

DETAILED DESCRIPTION

Embodiments of the present disclosure relate generally to mobilecomputing technology and, more particularly, but not by way oflimitation, to privacy sensitive systems for tracking visitationmetrics. A visitation tracking system tracks user visitation tolocations of interest to generate and report visualizations of the uservisitation data. The visitation tracking system may include anyinstrumentality or aggregate of instrumentalities operable to compute,process, store, display, generate, communicate, or apply various formsof data for geo-fencing, control, or other purposes. For example, thevisitation tracking system may be or include a group of one or moreserver machines configured to receive a user input specifying a locationof interest, cause display of a presentation of a set of proximityborders representative of geo-fences, within a region in response to theuser input specifying the location of interest, wherein the region isbased on the location of interest, receives a selection of a region tomonitor (e.g., proximity circles, geo-fences), detects entries of clientdevices to a geo-fence represented by the region to monitor, and causesdisplay of a notification in response to the detection of the entries.The proximity borders may be in the shape of circles, squares,rectangles, or any other polygon or multi-polygon shape. For thepurposes of explanation in the specification, and in some exampleembodiments, the proximity borders are referred to as “proximitycircles,” wherein the border of a geo-fence is circular in shape.

Geo-fencing is the practice of using location-aware devices (forexample, but not limited to global positioning (GPS) or radio frequencyidentification (RFID)) to define a geographic boundary around a physicallocation. Once the “virtual barrier” of the geo-fence is established, anadministrator of the geo-fence can set up triggers that cause display ofnotifications at one or more devices. For example, the notifications mayinclude text messages, email alerts, push notifications, and the like.In some example embodiments, a proprietor associated with a region maygenerate and distribute location based media item with access conditionsthat include temporal as well as geolocation criteria, governed by ageo-fence. For example, the geo-fence may be configured to enable accessto the media item in response to client devices transgressing theboundary of the geo-fence at predefined times. In this way, theproprietor may distribute incentives to a population of users thatsatisfy specific access conditions. Additionally, the location of aclient device can be inferred based on access requests for locationbased media item associated with geo-fences.

In some example embodiments, the visitation tracking system may generateand cause display of a graphical user interface (GUI) that includes amap image representative of a location. A user may provide a user inputspecifying a location of interest through the GUI. For example, the userinput may include an identification of a location of interest via anaddress, geo-location coordinates, or one or more identificationcriteria such as a business name. The user input may also include aselection of the location of interest through the map image depicted inthe GUI. For example, a user may provide an input to the map image thatidentifies a location of the location of interest in the map image(e.g., via a cursor, by drawing an enclosed shape around the location ofinterest).

In response to the user input specifying the location of interest, thevisitation tracking system may cause display of a presentation ofdepictions of a set of geo-fences. Each geo-fence among the set ofgeo-fences may encompass a portion of the region represented by the mapimage, wherein the portions are based on the user input specifying thelocation of interest. For example, the geo-fences may encompass portionsof the region that are associated with, or otherwise related to thelocation of interest specified by the user input. In some exampleembodiments, the geo-fences may be represented as proximity borders thatinclude proximity circles, wherein each proximity circle has acorresponding radius. In further embodiments, a user may specify aproximity circle and a maximum radius of the proximity circle. Forexample, the user may specify a specific proximity circle, and a maximumradius of the proximity circle to monitor. In response, the visitationtracking system configured the corresponding geo-fence associated withthe proximity circle based on the maximum radius, such that the boundaryof the geo-fence is based on the radius.

The visitation tracking system detects entry of a client device into theselected geo-fence(s), and in response, communicates a notification to auser. The notification may include a presentation of the geo-fence inwhich the entry occurred, as well as a time in which the entry occurred,as well as a presentation of user attributes of the user associated withthe client device that entered the geo-fence. The user attributes maysimply include a general representation of an age range (e.g., 18-32),and a gender of the user associated with the client device, withspecific user identifiers omitted (e.g., username, etc.).

In some example embodiments, the visitation tracking system may trackentries (i.e., visitation data) into the selected geo-fence over apredefined period of time, and generate visualizations of the visitationdata. For example, the notification may include a visualization (e.g., abar graph, line graph) that depicts entries into the geo-fence over aperiod of time. The visualizations may indicate a number of clientdevices that entered the geo-fence over a period of time, as well as arate or frequency in which the client devices entered the geo-fencedarea.

FIG. 1 is a block diagram showing an example messaging system 100 forexchanging data (e.g., messages and associated content) over a network.The messaging system 100 includes multiple client devices 102, each ofwhich hosts a number of applications including a messaging clientapplication 104. Each messaging client application 104 iscommunicatively coupled to other instances of the messaging clientapplication 104 and a messaging server system 108 via a network 106(e.g., the Internet).

Accordingly, each messaging client application 104 is able tocommunicate and exchange data with another messaging client application104 and with the messaging server system 108 via the network 106. Thedata exchanged between messaging client applications 104, and between amessaging client application 104 and the messaging server system 108,includes functions (e.g., commands to invoke functions) as well aspayload data (e.g., text, audio, video or other multimedia data).

The messaging server system 108 provides server-side functionality viathe network 106 to a particular messaging client application 104. Whilecertain functions of the messaging system 100 are described herein asbeing performed by either a messaging client application 104 or by themessaging server system 108, it will be appreciated that the location ofcertain functionality either within the messaging client application 104or the messaging server system 108 is a design choice. For example, itmay be technically preferable to initially deploy certain technology andfunctionality within the messaging server system 108, but to latermigrate this technology and functionality to the messaging clientapplication 104 where a client device 102 has a sufficient processingcapacity.

The messaging server system 108 supports various services and operationsthat are provided to the messaging client application 104. Suchoperations include transmitting data to, receiving data from, andprocessing data generated by the messaging client application 104. Insome embodiments, this data includes, message content, client deviceinformation, geolocation information, media annotation and overlays,message content persistence conditions, social network information, andlive event information, as examples. In other embodiments, other data isused. Data exchanges within the messaging system 100 are invoked andcontrolled through functions available via user interfaces (UIs) of themessaging client application 104.

Turning now specifically to the messaging server system 108, anApplication Program Interface (API) server 110 is coupled to, andprovides a programmatic interface to, an application server 112. Theapplication server 112 is communicatively coupled to a database server118, which facilitates access to a database 120 in which is stored dataassociated with messages processed by the application server 112.

Dealing specifically with the Application Program Interface (API) server110, this server receives and transmits message data (e.g., commands andmessage payloads) between the client device 102 and the applicationserver 112. Specifically, the Application Program Interface (API) server110 provides a set of interfaces (e.g., routines and protocols) that canbe called or queried by the messaging client application 104 in order toinvoke functionality of the application server 112. The ApplicationProgram Interface (API) server 110 exposes various functions supportedby the application server 112, including account registration, loginfunctionality, the sending of messages, via the application server 112,from a particular messaging client application 104 to another messagingclient application 104, the sending of media files (e.g., images orvideo) from a messaging client application 104 to the messaging serverapplication 114, and for possible access by another messaging clientapplication 104, the setting of a collection of media data (e.g.,story), the retrieval of a list of friends of a user of a client device102, the retrieval of such collections, the retrieval of messages andcontent, the adding and deletion of friends to a social graph, thelocation of friends within a social graph, opening and application event(e.g., relating to the messaging client application 104).

The application server 112 hosts a number of applications andsubsystems, including a messaging server application 114, an imageprocessing system 116, a social network system 122, and a location basedmeasurement system 124. The messaging server application 114 implementsa number of message processing technologies and functions, particularlyrelated to the aggregation and other processing of content (e.g.,textual and multimedia content) included in messages received frommultiple instances of the messaging client application 104. As will bedescribed in further detail, the text and media content from multiplesources may be aggregated into collections of content (e.g., calledstories or galleries). These collections are then made available, by themessaging server application 114, to the messaging client application104. Other processor and memory intensive processing of data may also beperformed server-side by the messaging server application 114, in viewof the hardware requirements for such processing.

The application server 112 also includes an image processing system 116that is dedicated to performing various image processing operations,typically with respect to images or video received within the payload ofa message at the messaging server application 114.

The social network system 122 supports various social networkingfunctions services, and makes these functions and services available tothe messaging server application 114. To this end, the social networksystem 122 maintains and accesses an entity graph 304 within thedatabase 120. Examples of functions and services supported by the socialnetwork system 122 include the identification of other users of themessaging system 100 with which a particular user has relationships oris “following,” and also the identification of other entities andinterests of a particular user.

The application server 112 is communicatively coupled to a databaseserver 118, which facilitates access to a database 120 in which isstored data associated with messages processed by the messaging serverapplication 114.

FIG. 2 is block diagram illustrating further details regarding themessaging system 100, according to example embodiments. Specifically,the messaging system 100 is shown to comprise the messaging clientapplication 104 and the application server 112, which in turn embody anumber of some subsystems, namely an ephemeral timer system 202, acollection management system 204 and an annotation system 206.

The ephemeral timer system 202 is responsible for enforcing thetemporary access to content permitted by the messaging clientapplication 104 and the messaging server application 114. To this end,the ephemeral timer system 202 incorporates a number of timers that,based on duration and display parameters associated with a message, orcollection of messages (e.g., a SNAPCHAT story), selectively display andenable access to messages and associated content via the messagingclient application 104. Further details regarding the operation of theephemeral timer system 202 are provided below.

The collection management system 204 is responsible for managingcollections of media (e.g., collections of text, image video and audiodata). In some examples, a collection of content (e.g., messages,including images, video, text and audio) may be organized into an “eventgallery” or an “event story.” Such a collection may be made availablefor a specified time period, such as the duration of an event to whichthe content relates. For example, content relating to a music concertmay be made available as a “story” for the duration of that musicconcert. The collection management system 204 may also be responsiblefor publishing an icon that provides notification of the existence of aparticular collection to the user interface of the messaging clientapplication 104.

The collection management system 204 furthermore includes a curationinterface 208 that allows a collection manager to manage and curate aparticular collection of content. For example, the curation interface208 enables an event organizer to curate a collection of contentrelating to a specific event (e.g., delete inappropriate content orredundant messages). Additionally, the collection management system 204employs machine vision (or image recognition technology) and contentrules to automatically curate a content collection. In certainembodiments, compensation may be paid to a user for inclusion of usergenerated content into a collection. In such cases, the curationinterface 208 operates to automatically make payments to such users forthe use of their content.

The annotation system 206 provides various functions that enable a userto annotate or otherwise modify or edit media content associated with amessage. For example, the annotation system 206 provides functionsrelated to the generation and publishing of media overlays for messagesprocessed by the messaging system 100. The annotation system 206operatively supplies a media overlay (e.g., a SNAPCHAT filter) to themessaging client application 104 based on a geolocation of the clientdevice 102. In another example, the annotation system 206 operativelysupplies a media overlay to the messaging client application 104 basedon other information, such as, social network information of the user ofthe client device 102. A media overlay may include audio and visualcontent and visual effects. Examples of audio and visual content includepictures, texts, logos, animations, and sound effects. An example of avisual effect includes color overlaying. The audio and visual content orthe visual effects can be applied to a media content item (e.g., aphoto) at the client device 102. For example, the media overlayincluding text that can be overlaid on top of a photograph generatedtaken by the client device 102. In another example, the media overlayincludes an identification of a location overlay (e.g., Venice beach), aname of a live event, or a name of a merchant overlay (e.g., BeachCoffee House). In another example, the annotation system 206 uses thegeolocation of the client device 102 to identify a media overlay thatincludes the name of a merchant at the geolocation of the client device102. The media overlay may include other indicia associated with themerchant. The media overlays may be stored in the database 120 andaccessed through the database server 118.

In one example embodiment, the annotation system 206 provides auser-based publication platform that enables users to select ageolocation on a map, and upload content associated with the selectedgeolocation. The user may also specify circumstances under which aparticular media overlay should be offered to other users. Theannotation system 206 generates a media overlay that includes theuploaded content and associates the uploaded content with the selectedgeolocation.

In another example embodiment, the annotation system 206 provides amerchant-based publication platform that enables merchants to select aparticular media overlay associated with a geolocation via a biddingprocess. For example, the annotation system 206 associates the mediaoverlay of a highest bidding merchant with a corresponding geolocationfor a predefined amount of time

FIG. 3 is a schematic diagram 300 illustrating data 300 which may bestored in the database 120 of the messaging server system 108, accordingto certain example embodiments. While the content of the database 120 isshown to comprise a number of tables, it will be appreciated that thedata could be stored in other types of data structures (e.g., as anobject-oriented database).

The database 120 includes message data stored within a message table314. The entity table 302 stores entity data, including an entity graph304. Entities for which records are maintained within the entity table302 may include individuals, corporate entities, organizations, objects,places, events etc. Regardless of type, any entity regarding which themessaging server system 108 stores data may be a recognized entity. Eachentity is provided with a unique identifier, as well as an entity typeidentifier (not shown).

The entity graph 304 furthermore stores information regardingrelationships and associations between entities. Such relationships maybe social, professional (e.g., work at a common corporation ororganization) interested-based or activity-based, merely for example.

The database 120 also stores annotation data, in the example form offilters, in an annotation table 312. Filters for which data is storedwithin the annotation table 312 are associated with and applied tovideos (for which data is stored in a video table 310) and/or images(for which data is stored in an image table 308). Filters, in oneexample, are overlays that are displayed as overlaid on an image orvideo during presentation to a recipient user. Filters may be of variestypes, including a user-selected filters from a gallery of filterspresented to a sending user by the messaging client application 104 whenthe sending user is composing a message. Other types of filers includegeolocation filters (also known as geo-filters) which may be presentedto a sending user based on geographic location. For example, geolocationfilters specific to a neighborhood or special location may be presentedwithin a user interface by the messaging client application 104, basedon geolocation information determined by a GPS unit of the client device102. Another type of filer is a data filer, which may be selectivelypresented to a sending user by the messaging client application 104,based on other inputs or information gathered by the client device 102during the message creation process. Example of data filters includecurrent temperature at a specific location, a current speed at which asending user is traveling, battery life for a client device 102 or thecurrent time.

Other annotation data that may be stored within the image table 308 isso-called “lens” data. A “lens” may be a real-time special effect andsound that may be added to an image or a video.

As mentioned above, the video table 310 stores video data which, in oneembodiment, is associated with messages for which records are maintainedwithin the message table 314. Similarly, the image table 308 storesimage data associated with messages for which message data is stored inthe entity table 302. The entity table 302 may associate variousannotations from the annotation table 312 with various images and videosstored in the image table 308 and the video table 310.

A story table 306 stores data regarding collections of messages andassociated image, video or audio data, which are compiled into acollection (e.g., a SNAPCHAT story or a gallery). The creation of aparticular collection may be initiated by a particular user (e.g., eachuser for which a record is maintained in the entity table 302) A usermay create a “personal story” in the form of a collection of contentthat has been created and sent/broadcast by that user. To this end, theuser interface of the messaging client application 104 may include anicon that is user selectable to enable a sending user to add specificcontent to his or her personal story.

A collection may also constitute a “live story,” which is a collectionof content from multiple users that is created manually, automaticallyor using a combination of manual and automatic techniques. For example,a “live story” may constitute a curated stream of user-submitted contentfrom varies locations and events. Users, whose client devices havelocation services enabled and are at a common location event at aparticular time may, for example, be presented with an option, via auser interface of the messaging client application 104, to contributecontent to a particular live story. The live story may be identified tothe user by the messaging client application 104, based on his or herlocation. The end result is a “live story” told from a communityperspective.

A further type of content collection is known as a “location story”,which enables a user whose client device 102 is located within aspecific geographic location (e.g., on a college or university campus)to contribute to a particular collection. In some embodiments, acontribution to a location story may require a second degree ofauthentication to verify that the end user belongs to a specificorganization or other entity (e.g., is a student on the universitycampus).

FIG. 4 is a schematic diagram illustrating a structure of a message 400,according to some in some embodiments, generated by a messaging clientapplication 104 for communication to a further messaging clientapplication 104 or the messaging server application 114. The content ofa particular message 400 is used to populate the message table 314stored within the database 120, accessible by the messaging serverapplication 114. Similarly, the content of a message 400 is stored inmemory as “in-transit” or “in-flight” data of the client device 102 orthe application server 112. The message 400 is shown to include thefollowing components:

-   -   A message identifier 402: a unique identifier that identifies        the message 400.    -   A message text payload 404: text, to be generated by a user via        a user interface of the client device 102 and that is included        in the message 400.    -   A message image payload 406: image data, captured by a camera        component of a client device 102 or retrieved from memory of a        client device 102, and that is included in the message 400.    -   A message video payload 408: video data, captured by a camera        component or retrieved from a memory component of the client        device 102 and that is included in the message 400.    -   A message audio payload 410: audio data, captured by a        microphone or retrieved from the memory component of the client        device 102, and that is included in the message 400.    -   A message annotations 412: annotation data (e.g., filters,        stickers or other enhancements) that represents annotations to        be applied to message image payload 406, message video payload        408, or message audio payload 410 of the message 400.    -   A message duration parameter 414: parameter value indicating, in        seconds, the amount of time for which content of the message        (e.g., the message image payload 406, message video payload 408,        message audio payload 410) is to be presented or made accessible        to a user via the messaging client application 104.    -   A message geolocation parameter 416: geolocation data (e.g.,        latitudinal and longitudinal coordinates) associated with the        content payload of the message. Multiple message geolocation        parameter 416 values may be included in the payload, each of        these parameter values being associated with respect to content        items included in the content (e.g., a specific image into        within the message image payload 406, or a specific video in the        message video payload 408).    -   A message story identifier 418: identifier values identifying        one or more content collections (e.g., “stories”) with which a        particular content item in the message image payload 406 of the        message 400 is associated. For example, multiple images within        the message image payload 406 may each be associated with        multiple content collections using identifier values.    -   A message tag 420: each message 400 may be tagged with multiple        tags, each of which is indicative of the subject matter of        content included in the message payload. For example, where a        particular image included in the message image payload 406        depicts an animal (e.g., a lion), a tag value may be included        within the message tag 420 that is indicative of the relevant        animal. Tag values may be generated manually, based on user        input, or may be automatically generated using, for example,        image recognition.    -   A message sender identifier 422: an identifier (e.g., a        messaging system identifier, email address or device identifier)        indicative of a user of the client device 102 on which the        message 400 was generated and from which the message 400 was        sent    -   A message receiver identifier 424: an identifier (e.g., a        messaging system identifier, email address or device identifier)        indicative of a user of the client device 102 to which the        message 400 is addressed.

The contents (e.g. values) of the various components of message 400 maybe pointers to locations in tables within which content data values arestored. For example, an image value in the message image payload 406 maybe a pointer to (or address of) a location within an image table 308.Similarly, values within the message video payload 408 may point to datastored within a video table 310, values stored within the messageannotations 412 may point to data stored in an annotation table 312,values stored within the message story identifier 418 may point to datastored in a story table 306, and values stored within the message senderidentifier 422 and the message receiver identifier 424 may point to userrecords stored within an entity table 302.

FIG. 5 is a schematic diagram illustrating an access-limiting process500, in terms of which access to content (e.g., an ephemeral message502, and associated multimedia payload of data) or a content collection(e.g., an ephemeral message story 504) may be time-limited (e.g., madeephemeral).

An ephemeral message 502 is shown to be associated with a messageduration parameter 506, the value of which determines an amount of timethat the ephemeral message 502 will be displayed to a receiving user ofthe ephemeral message 502 by the messaging client application 104. Inone embodiment, where the messaging client application 104 is a SNAPCHATapplication client, an ephemeral message 502 is viewable by a receivinguser for up to a maximum of 10 seconds, depending on the amount of timethat the sending user specifies using the message duration parameter506.

The message duration parameter 506 and the message receiver identifier424 are shown to be inputs to a message timer 512, which is responsiblefor determining the amount of time that the ephemeral message 502 isshown to a particular receiving user identified by the message receiveridentifier 424. In particular, the ephemeral message 502 will only beshown to the relevant receiving user for a time period determined by thevalue of the message duration parameter 506. The message timer 512 isshown to provide output to a more generalized ephemeral timer system202, which is responsible for the overall timing of display of content(e.g., an ephemeral message 502) to a receiving user.

The ephemeral message 502 is shown in FIG. 5 to be included within anephemeral message story 504 (e.g., a personal SNAPCHAT story, or anevent story). The ephemeral message story 504 has an associated storyduration parameter 508, a value of which determines a time-duration forwhich the ephemeral message story 504 is presented and accessible tousers of the messaging system 100. The story duration parameter 508, forexample, may be the duration of a music concert, where the ephemeralmessage story 504 is a collection of content pertaining to that concert.Alternatively, a user (either the owning user or a curator user) mayspecify the value for the story duration parameter 508 when performingthe setup and creation of the ephemeral message story 504.

Additionally, each ephemeral message 502 within the ephemeral messagestory 504 has an associated story participation parameter 510, a valueof which determines the duration of time for which the ephemeral message502 will be accessible within the context of the ephemeral message story504. Accordingly, a particular ephemeral message story 504 may “expire”and become inaccessible within the context of the ephemeral messagestory 504, prior to the ephemeral message story 504 itself expiring interms of the story duration parameter 508. The story duration parameter508, story participation parameter 510, and message receiver identifier424 each provide input to a story timer 514, which operationallydetermines, firstly, whether a particular ephemeral message 502 of theephemeral message story 504 will be displayed to a particular receivinguser and, if so, for how long. Note that the ephemeral message story 504is also aware of the identity of the particular receiving user as aresult of the message receiver identifier 424.

Accordingly, the story timer 514 operationally controls the overalllifespan of an associated ephemeral message story 504, as well as anindividual ephemeral message 502 included in the ephemeral message story504. In one embodiment, each and every ephemeral message 502 within theephemeral message story 504 remains viewable and accessible for atime-period specified by the story duration parameter 508. In a furtherembodiment, a certain ephemeral message 502 may expire, within thecontext of ephemeral message story 504, based on a story participationparameter 510. Note that a message duration parameter 506 may stilldetermine the duration of time for which a particular ephemeral message502 is displayed to a receiving user, even within the context of theephemeral message story 504. Accordingly, the message duration parameter506 determines the duration of time that a particular ephemeral message502 is displayed to a receiving user, regardless of whether thereceiving user is viewing that ephemeral message 502 inside or outsidethe context of an ephemeral message story 504.

The ephemeral timer system 202 may furthermore operationally remove aparticular ephemeral message 502 from the ephemeral message story 504based on a determination that it has exceeded an associated storyparticipation parameter 510. For example, when a sending user hasestablished a story participation parameter 510 of 24 hours fromposting, the ephemeral timer system 202 will remove the relevantephemeral message 502 from the ephemeral message story 504 after thespecified 24 hours. The ephemeral timer system 202 also operates toremove an ephemeral message story 504 either when the storyparticipation parameter 510 for each and every ephemeral message 502within the ephemeral message story 504 has expired, or when theephemeral message story 504 itself has expired in terms of the storyduration parameter 508.

In certain use cases, a creator of a particular ephemeral message story504 may specify an indefinite story duration parameter 508. In thiscase, the expiration of the story participation parameter 510 for thelast remaining ephemeral message 502 within the ephemeral message story504 will determine when the ephemeral message story 504 itself expires.In this case, a new ephemeral message 502, added to the ephemeralmessage story 504, with a new story participation parameter 510,effectively extends the life of an ephemeral message story 504 to equalthe value of the story participation parameter 510.

Responsive to the ephemeral timer system 202 determining that anephemeral message story 504 has expired (e.g., is no longer accessible),the ephemeral timer system 202 communicates with the messaging system100 (and, for example, specifically the messaging client application 104to cause an indicium (e.g., an icon) associated with the relevantephemeral message story 504 to no longer be displayed within a userinterface of the messaging client application 104. Similarly, when theephemeral timer system 202 determines that the message durationparameter 506 for a particular ephemeral message 502 has expired, theephemeral timer system 202 causes the messaging client application 104to no longer display an indicium (e.g., an icon or textualidentification) associated with the ephemeral message 502.

FIG. 6 is a block diagram illustrating components of the visitationtracking system 124, that configure the visitation tracking system 124to receive selection of location of interest, monitor geo-fencesassociated with the location of interest, detect entries into thegeo-fences, and generate and cause display of notification in responseto the entries, according to some example embodiments. The visitationtracking system 124 is shown as including a geo-fence module modules602, an detection module 604, a communication module 606, and apresentation module 608, all configured to communicate with each other(e.g., via a bus, shared memory, or a switch). Any one or more of thesemodules may be implemented using one or more processors 610 (e.g., byconfiguring such one or more processors to perform functions describedfor that module) and hence may include one or more of the processors610.

Any one or more of the modules described may be implemented usinghardware alone (e.g., one or more of the processors 610 of a machine) ora combination of hardware and software. For example, any moduledescribed of the location based measurement system 124 may physicallyinclude an arrangement of one or more of the processors 610 (e.g., asubset of or among the one or more processors of the machine) configuredto perform the operations described herein for that module. As anotherexample, any module of the engagement tracking system 610 may includesoftware, hardware, or both, that configure an arrangement of one ormore processors 610 (e.g., among the one or more processors of themachine) to perform the operations described herein for that module.Accordingly, different modules of the engagement tracking system 610 mayinclude and configure different arrangements of such processors 610 or asingle arrangement of such processors 610 at different points in time.Moreover, any two or more modules of the location based measurementsystem 124 may be combined into a single module, and the functionsdescribed herein for a single module may be subdivided among multiplemodules. Furthermore, according to various example embodiments, modulesdescribed herein as being implemented within a single machine, database,or device may be distributed across multiple machines, databases, ordevices.

FIG. 7 is a diagram 700 illustrating a presentation of a set ofproximity circles (e.g., proximity circles 702, 704, 706, 708),generated and presented in response to a user input specifying alocation of interest, according to certain example embodiments. The setof proximity circles may each represent portions of the region depictedin the map image 712. A user may select one or more of the proximitycircles based on a selection via a cursor 710.

For example, a user may provide a user input specifying a location ofinterest, and in response, the presentation module 608 generates andcause display of the presentation of the region 712, wherein the region712 is based on the location of interest. For example, the user inputspecifying the location of interest may include an address or identifierthat identifies a city (e.g., SANTA MONICA), a name of a business (e.g.,JOE'S COFFEE), or an area (e.g., DOWNTOWN, ABBOTT KINNEY). In responseto receiving the user input, the geo-fence module 602 retrieves a set ofproximity circles that are related to the location of interestidentified by the user input. The presentation module 608 generates andcauses display of the proximity circles within the presentation of theregion 712.

A user may select one or more of the proximity circles via a user input(e.g., selection via the cursor 710). In response, the detection module604 monitors entries into the selected proximity circles in order tonotify a user of the visitation data to the selected proximity circles.

FIG. 8 is a diagram 800 illustrating a user 802 with an associatedclient device 102, entering into the selected proximity circle 704 ofFIG. 7. The detection module 604 may detect the user 802 entering intothe geo-fence 704, and in response, cause the communication module 606to generate and deliver a notification to another user (e.g., anadministrator of the system).

FIG. 9 is a flowchart illustrating various operations of the visitationtracking system 124 in performing a method 900 for detecting entry of aclient device into a geo-fence (e.g., as depicted in FIG. 8), andgenerating and causing display of a notification in response to thedetection of the entry, according to certain example embodiments.Operations of the method 900 may be performed by the modules describedabove with respect to FIG. 6. As shown in FIG. 9, the method 900includes one or more operations 902, 904, 906, 908, and 910.

At operation 902, the communications module 606 receives a user inputspecifying a location of interest through a GUI. The user input mayinclude an identification of a location of interest via an address,geo-location coordinates, or one or more identification criteria such asa business name. For example, a user may provide a text input thatidentifies the location of interest through the GUI. In some exampleembodiments, the user input may also include a selection of the locationof interest through a map image depicted in the GUI. For example, a usermay provide an input to the map image that identifies a location of thelocation of interest in the map image (e.g., via a cursor, by drawing anenclosed shape around the location of interest).

At operation 904, the presentation module generates and causes displayof a presentation of a set of geo-fences maintained by the geo-fencemodule 602, within a region associated with the location of interestedidentified by the user input. The set of geo-fences maintained by thegeo-fence module 602 may be depicted as a set of closed shapes thatencompass portions of the region. For example, the closes shapes mayinclude proximity circles, wherein each proximity circles encompasses aportion of the region depicted in the GUI.

At operation 906, the communication module 606 receives a selection ofone or more geo-fences from among the set of geo-fences depicted in thepresentation. In some example embodiments, a user may specify aproximity circle by selecting the proximity circle with a cursor (e.g.,cursor 710 of FIG. 7), and may further provide a user input specifying adimension (e.g., maximum radius, circumference, square footage, acreage,volume) of the proximity circle (or proximity border). For example, theuser may select a specific proximity circle, and a maximum radius of theproximity circle to monitor. In response, the geo-fence module 602configures the selected geo-fence associated with the selected proximitycircles based on the dimension, such that the boundary of the geo-fenceis based on the specified dimension.

At operation 908, the detection module 604 detects an entry of a clientdevice into the selected geo-fence. For example, as seen in FIG. 8, thedetection module 604 detects the user 802 transgressing the boundary ofthe selected geo-fence 704. In response, at operation 910, thecommunication module 606 generates and delivers a notification toanother user (e.g., an administrator of the system), wherein thenotification includes an identifier of the geo-fence (e.g., an address),as well as temporal data indicating a time and date in which the entryinto the geo-fence occurred.

FIG. 10 is a flowchart illustrating various operations of the visitationtracking system 124 in performing a method 1000 for tracking entriesinto a geo-fence over a predefined period of time, according to certainexample embodiments. Operations of the method 1000 may be performed bythe modules described above with respect to FIG. 6. As shown in FIG. 10,the method 1000 includes one or more operations 1002, and 1004. Themethod 1000 may be performed as a precursor or subroutine to operationsof the method 900, as depicted in FIG. 9.

At operation 1002, the communication module 606 receives a second userinput specifying a period of time. In some example embodiments,operation 1002 may occur as a precursor or subroutine to operation 906of the method 900, as seen in FIG. 9. A user may provide a user inputspecifying a period of time in which the detection module 604 monitorsthe selected geo-fence. For example, the user may provide a user inputspecifying a day or date (e.g., Jul. 4, 2017, Independence Day,Halloween, etc.), or a period of time (e.g., 2:00 PM-5:00 PM, afternoon,morning, etc.). In response, at operation 1004, the detection module 604monitors the selected geo-fence to collected visitation data for theduration of the specified day or period of time.

In some example embodiments, the visitation data tracked by thedetection module 604 may include a number of entries into the selectedgeo-fence over the period of time, a rate in which the entries occurs, atime of when the first entry within the period of time occurs, as wellas general user attribute data of client devices that enter into theselected geo-fence.

FIG. 11 is a flowchart illustrating various operations of the visitationtracking system 124 in performing a method 1100 for generating andcausing display of a metrics interface, according to certain exampleembodiments. Operations of the method 1100 may be performed by themodules described above with respect to FIG. 6. As shown in FIG. 11, themethod 1100 includes one or more operations 1102, 1104, and 1106. Themethod 1100 may be performed as a precursor or subroutine to operationsof the method 900 and 1000, as depicted in FIGS. 9 and 10.

At operation 1102, the detection module 604 calculates visitationmetrics of the selected geo-fence, based on the visitation data. Forexample, the visitation metrics may include a frequency in which clientdevices enter into the selected geo-fence, as well as a breakdown ofattributes associated with the client devices that entered into theselected geo-fence. For example, the visitation metrics may indicate atotal number of client devices that entered the selected geo-fenceduring the specified time period, as well as a number of client devicesassociated with users with various user attributes (e.g., age 18-32,male, female, etc.).

At operation 1104, the presentation module 608 generates a metricsinterface that includes a presentation of the visitation metrics. Thepresentation of the visitation metrics may include a bar graph, a linegraph, and a pie chart. In some example embodiments, the metricsinterface may include one or more menus containing user selectableoptions, wherein a user may alter the presentation of the visitationmetrics based on a selection of one or more user selectable options. Theuser may select to display metrics associated with all client devicesassociated with users of a specific age or gender, as well as a specifictime frame (i.e., within the specified time frame). For example, theuser may opt to display a rate in which users of a specific age rangeentered the selected geo-fence.

At operation 1106, the presentation module 608 causes display of themetrics interface that includes the presentation of the visitationmetrics. In some example embodiments, the presentation may be based uponthe user selections.

FIG. 12 is a depiction of a metrics interface 1200, generated by thevisitation tracking system 124, according to certain exampleembodiments. As shown in FIG. 12, the metrics interface 1200 includes avisualization of visitation metrics 1202, as well as a set of userselectable options 1204, 1206, and 1208.

The metrics interface 1200 may be generated by the presentation module608, according to the operations of the method 1100 discussed above. Auser viewing the metrics interface 1200 may provide inputs to one ormore of the user selectable options 1204, 1206, and 1208, in order toalter or adjust the presentation of the visitation metrics 1202.

As seen in FIG. 12, the presentation of the visitation metrics 1202 maybe configured to display a number of visitors to a location by time. Forexample, as seen in FIG. 12, the largest number of users that visitedthe location occurred at “TIME 2.”

Software Architecture

FIG. 13 is a block diagram illustrating an example software architecture1306, which may be used in conjunction with various hardwarearchitectures herein described. FIG. 13 is a non-limiting example of asoftware architecture and it will be appreciated that many otherarchitectures may be implemented to facilitate the functionalitydescribed herein. The software architecture 1306 may execute on hardwaresuch as machine 1400 of FIG. 14 that includes, among other things,processors 1434, memory 1414, and I/O components 1418. A representativehardware layer 1352 is illustrated and can represent, for example, themachine 1400 of FIG. 41. The representative hardware layer 1352 includesa processing unit 1354 having associated executable instructions 1304.Executable instructions 1304 represent the executable instructions ofthe software architecture 1306, including implementation of the methods,components and so forth described herein. The hardware layer 1352 alsoincludes memory and/or storage modules memory/storage 1356, which alsohave executable instructions 1304. The hardware layer 1352 may alsocomprise other hardware 1358.

In the example architecture of FIG. 13, the software architecture 1306may be conceptualized as a stack of layers where each layer providesparticular functionality. For example, the software architecture 1306may include layers such as an operating system 1302, libraries 1320,applications 1316 and a presentation layer 1314. Operationally, theapplications 1316 and/or other components within the layers may invokeapplication programming interface (API) API calls 1308 through thesoftware stack and receive a response as in response to the API calls1008. The layers illustrated are representative in nature and not allsoftware architectures have all layers. For example, some mobile orspecial purpose operating systems may not provide aframeworks/middleware 1318, while others may provide such a layer. Othersoftware architectures may include additional or different layers.

The operating system 1302 may manage hardware resources and providecommon services. The operating system 1302 may include, for example, akernel 1322, services 1324 and drivers 1326. The kernel 1322 may act asan abstraction layer between the hardware and the other software layers.For example, the kernel 1322 may be responsible for memory management,processor management (e.g., scheduling), component management,networking, security settings, and so on. The services 1324 may provideother common services for the other software layers. The drivers 1326are responsible for controlling or interfacing with the underlyinghardware. For instance, the drivers 1326 include display drivers, cameradrivers, Bluetooth® drivers, flash memory drivers, serial communicationdrivers (e.g., Universal Serial Bus (USB) drivers), Wi-Fi® drivers,audio drivers, power management drivers, and so forth depending on thehardware configuration.

The libraries 1320 provide a common infrastructure that is used by theapplications 1316 and/or other components and/or layers. The libraries1320 provide functionality that allows other software components toperform tasks in an easier fashion than to interface directly with theunderlying operating system 1302 functionality (e.g., kernel 1322,services 1324 and/or drivers 1326). The libraries 1320 may includesystem libraries 1344 (e.g., C standard library) that may providefunctions such as memory allocation functions, string manipulationfunctions, mathematical functions, and the like. In addition, thelibraries 1320 may include API libraries 1346 such as media libraries(e.g., libraries to support presentation and manipulation of variousmedia format such as MPREG4, H.264, MP3, AAC, AMR, JPG, PNG), graphicslibraries (e.g., an OpenGL framework that may be used to render 2D and3D in a graphic content on a display), database libraries (e.g., SQLitethat may provide various relational database functions), web libraries(e.g., WebKit that may provide web browsing functionality), and thelike. The libraries 1320 may also include a wide variety of otherlibraries 1348 to provide many other APIs to the applications 1316 andother software components/modules.

The frameworks/middleware 1318 (also sometimes referred to asmiddleware) provide a higher-level common infrastructure that may beused by the applications 1316 and/or other software components/modules.For example, the frameworks/middleware 1318 may provide various graphicuser interface (GUI) functions, high-level resource management,high-level location services, and so forth. The frameworks/middleware1318 may provide a broad spectrum of other APIs that may be utilized bythe applications 1316 and/or other software components/modules, some ofwhich may be specific to a particular operating system 1302 or platform.

The applications 1316 include built-in applications 1338 and/orthird-party applications 1340. Examples of representative built-inapplications 1338 may include, but are not limited to, a contactsapplication, a browser application, a book reader application, alocation application, a media application, a messaging application,and/or a game application. Third-party applications 1340 may include anapplication developed using the ANDROID™ or IOS™ software developmentkit (SDK) by an entity other than the vendor of the particular platform,and may be mobile software running on a mobile operating system such asIOS™, ANDROID™, WINDOWS® Phone, or other mobile operating systems. Thethird-party applications 1340 may invoke the API calls 1308 provided bythe mobile operating system (such as operating system 1302) tofacilitate functionality described herein.

The applications 1316 may use built in operating system functions (e.g.,kernel 1322, services 1324 and/or drivers 1326), libraries 1320, andframeworks/middleware 1318 to create user interfaces to interact withusers of the system. Alternatively, or additionally, in some systemsinteractions with a user may occur through a presentation layer, such aspresentation layer 1314. In these systems, the application/component“logic” can be separated from the aspects of the application/componentthat interact with a user.

FIG. 14 is a block diagram illustrating components of a machine 1400,according to some example embodiments, able to read instructions from amachine-readable medium (e.g., a machine-readable storage medium) andperform any one or more of the methodologies discussed herein.Specifically, FIG. 14 shows a diagrammatic representation of the machine1400 in the example form of a computer system, within which instructions1410 (e.g., software, a program, an application, an applet, an app, orother executable code) for causing the machine 1400 to perform any oneor more of the methodologies discussed herein may be executed. As such,the instructions 1410 may be used to implement modules or componentsdescribed herein. The instructions 1410 transform the general,non-programmed machine 1400 into a particular machine 1400 programmed tocarry out the described and illustrated functions in the mannerdescribed. In alternative embodiments, the machine 1400 operates as astandalone device or may be coupled (e.g., networked) to other machines.In a networked deployment, the machine 1400 may operate in the capacityof a server machine or a client machine in a server-client networkenvironment, or as a peer machine in a peer-to-peer (or distributed)network environment. The machine 1400 may comprise, but not be limitedto, a server computer, a client computer, a personal computer (PC), atablet computer, a laptop computer, a netbook, a set-top box (STB), apersonal digital assistant (PDA), an entertainment media system, acellular telephone, a smart phone, a mobile device, a wearable device(e.g., a smart watch), a smart home device (e.g., a smart appliance),other smart devices, a web appliance, a network router, a networkswitch, a network bridge, or any machine capable of executing theinstructions 1410, sequentially or otherwise, that specify actions to betaken by machine 1400. Further, while only a single machine 1400 isillustrated, the term “machine” shall also be taken to include acollection of machines that individually or jointly execute theinstructions 1410 to perform any one or more of the methodologiesdiscussed herein.

The machine 1400 may include processors 1404, memory memory/storage1406, and I/O components 1418, which may be configured to communicatewith each other such as via a bus 1402. The memory/storage 1406 mayinclude a memory 1414, such as a main memory, or other memory storage,and a storage unit 1416, both accessible to the processors 1404 such asvia the bus 1402. The storage unit 1416 and memory 1414 store theinstructions 1410 embodying any one or more of the methodologies orfunctions described herein. The instructions 1410 may also reside,completely or partially, within the memory 1414, within the storage unit1416, within at least one of the processors 1404 (e.g., within theprocessor's cache memory), or any suitable combination thereof, duringexecution thereof by the machine 1400. Accordingly, the memory 1414, thestorage unit 1416, and the memory of processors 1404 are examples ofmachine-readable media.

The I/O components 1418 may include a wide variety of components toreceive input, provide output, produce output, transmit information,exchange information, capture measurements, and so on. The specific I/Ocomponents 1418 that are included in a particular machine 1400 willdepend on the type of machine. For example, portable machines such asmobile phones will likely include a touch input device or other suchinput mechanisms, while a headless server machine will likely notinclude such a touch input device. It will be appreciated that the I/Ocomponents 1418 may include many other components that are not shown inFIG. 14. The I/O components 1418 are grouped according to functionalitymerely for simplifying the following discussion and the grouping is inno way limiting. In various example embodiments, the I/O components 1418may include output components 1426 and input components 1428. The outputcomponents 1426 may include visual components (e.g., a display such as aplasma display panel (PDP), a light emitting diode (LED) display, aliquid crystal display (LCD), a projector, or a cathode ray tube (CRT)),acoustic components (e.g., speakers), haptic components (e.g., avibratory motor, resistance mechanisms), other signal generators, and soforth. The input components 1428 may include alphanumeric inputcomponents (e.g., a keyboard, a touch screen configured to receivealphanumeric input, a photo-optical keyboard, or other alphanumericinput components), point based input components (e.g., a mouse, atouchpad, a trackball, a joystick, a motion sensor, or other pointinginstrument), tactile input components (e.g., a physical button, a touchscreen that provides location and/or force of touches or touch gestures,or other tactile input components), audio input components (e.g., amicrophone), and the like.

In further example embodiments, the I/O components 1418 may includebiometric components 1430, motion components 1434, environmentalenvironment components 1436, or position components 1438 among a widearray of other components. For example, the biometric components 1430may include components to detect expressions (e.g., hand expressions,facial expressions, vocal expressions, body gestures, or eye tracking),measure biosignals (e.g., blood pressure, heart rate, body temperature,perspiration, or brain waves), identify a person (e.g., voiceidentification, retinal identification, facial identification,fingerprint identification, or electroencephalogram basedidentification), and the like. The motion components 1434 may includeacceleration sensor components (e.g., accelerometer), gravitation sensorcomponents, rotation sensor components (e.g., gyroscope), and so forth.The environment components 1436 may include, for example, illuminationsensor components (e.g., photometer), temperature sensor components(e.g., one or more thermometer that detect ambient temperature),humidity sensor components, pressure sensor components (e.g.,barometer), acoustic sensor components (e.g., one or more microphonesthat detect background noise), proximity sensor components (e.g.,infrared sensors that detect nearby objects), gas sensors (e.g., gasdetection sensors to detection concentrations of hazardous gases forsafety or to measure pollutants in the atmosphere), or other componentsthat may provide indications, measurements, or signals corresponding toa surrounding physical environment. The position components 1438 mayinclude location sensor components (e.g., a Global Position system (GPS)receiver component), altitude sensor components (e.g., altimeters orbarometers that detect air pressure from which altitude may be derived),orientation sensor components (e.g., magnetometers), and the like.

Communication may be implemented using a wide variety of technologies.The I/O components 1418 may include communication components 1440operable to couple the machine 1400 to a network 1432 or devices 1420via coupling 1422 and coupling 1424 respectively. For example, thecommunication components 1440 may include a network interface componentor other suitable device to interface with the network 1432. In furtherexamples, communication components 1440 may include wired communicationcomponents, wireless communication components, cellular communicationcomponents, Near Field Communication (NFC) components, Bluetooth®components (e.g., Bluetooth® Low Energy), Wi-Fi® components, and othercommunication components to provide communication via other modalities.The devices 1420 may be another machine or any of a wide variety ofperipheral devices (e.g., a peripheral device coupled via a UniversalSerial Bus (USB)).

Moreover, the communication components 1440 may detect identifiers orinclude components operable to detect identifiers. For example, thecommunication components 1440 may include Radio Frequency Identification(RFID) tag reader components, NFC smart tag detection components,optical reader components (e.g., an optical sensor to detectone-dimensional bar codes such as Universal Product Code (UPC) bar code,multi-dimensional bar codes such as Quick Response (QR) code, Azteccode, Data Matrix, Dataglyph, MaxiCode, PDF417, Ultra Code, UCC RSS-2Dbar code, and other optical codes), or acoustic detection components(e.g., microphones to identify tagged audio signals). In addition, avariety of information may be derived via the communication components1440, such as, location via Internet Protocol (IP) geo-location,location via Wi-Fi® signal triangulation, location via detecting a NFCbeacon signal that may indicate a particular location, and so forth.

GLOSSARY

“CARRIER SIGNAL” in this context refers to any intangible medium that iscapable of storing, encoding, or carrying instructions for execution bythe machine, and includes digital or analog communications signals orother intangible medium to facilitate communication of suchinstructions. Instructions may be transmitted or received over thenetwork using a transmission medium via a network interface device andusing any one of a number of well-known transfer protocols.

“CLIENT DEVICE” in this context refers to any machine that interfaces toa communications network to obtain resources from one or more serversystems or other client devices. A client device may be, but is notlimited to, a mobile phone, desktop computer, laptop, portable digitalassistants (PDAs), smart phones, tablets, ultra books, netbooks,laptops, multi-processor systems, microprocessor-based or programmableconsumer electronics, game consoles, set-top boxes, or any othercommunication device that a user may use to access a network.

“COMMUNICATIONS NETWORK” in this context refers to one or more portionsof a network that may be an ad hoc network, an intranet, an extranet, avirtual private network (VPN), a local area network (LAN), a wirelessLAN (WLAN), a wide area network (WAN), a wireless WAN (WWAN), ametropolitan area network (MAN), the Internet, a portion of theInternet, a portion of the Public Switched Telephone Network (PSTN), aplain old telephone service (POTS) network, a cellular telephonenetwork, a wireless network, a Wi-Fi® network, another type of network,or a combination of two or more such networks. For example, a network ora portion of a network may include a wireless or cellular network andthe coupling may be a Code Division Multiple Access (CDMA) connection, aGlobal System for Mobile communications (GSM) connection, or other typeof cellular or wireless coupling. In this example, the coupling mayimplement any of a variety of types of data transfer technology, such asSingle Carrier Radio Transmission Technology (1×RTT), Evolution-DataOptimized (EVDO) technology, General Packet Radio Service (GPRS)technology, Enhanced Data rates for GSM Evolution (EDGE) technology,third Generation Partnership Project (3GPP) including 3G, fourthgeneration wireless (4G) networks, Universal Mobile TelecommunicationsSystem (UMTS), High Speed Packet Access (HSPA), WorldwideInteroperability for Microwave Access (WiMAX), Long Term Evolution (LTE)standard, others defined by various standard setting organizations,other long range protocols, or other data transfer technology.

“EMPHEMERAL MESSAGE” in this context refers to a message that isaccessible for a time-limited duration. An ephemeral message may be atext, an image, a video and the like. The access time for the ephemeralmessage may be set by the message sender. Alternatively, the access timemay be a default setting or a setting specified by the recipient.Regardless of the setting technique, the message is transitory.

“MACHINE-READABLE MEDIUM” in this context refers to a component, deviceor other tangible media able to store instructions and data temporarilyor permanently and may include, but is not be limited to, random-accessmemory (RAM), read-only memory (ROM), buffer memory, flash memory,optical media, magnetic media, cache memory, other types of storage(e.g., Erasable Programmable Read-Only Memory (EEPROM)) and/or anysuitable combination thereof. The term “machine-readable medium” shouldbe taken to include a single medium or multiple media (e.g., acentralized or distributed database, or associated caches and servers)able to store instructions. The term “machine-readable medium” shallalso be taken to include any medium, or combination of multiple media,that is capable of storing instructions (e.g., code) for execution by amachine, such that the instructions, when executed by one or moreprocessors of the machine, cause the machine to perform any one or moreof the methodologies described herein. Accordingly, a “machine-readablemedium” refers to a single storage apparatus or device, as well as“cloud-based” storage systems or storage networks that include multiplestorage apparatus or devices. The term “machine-readable medium”excludes signals per se.

“COMPONENT” in this context refers to a device, physical entity or logichaving boundaries defined by function or subroutine calls, branchpoints, application program interfaces (APIs), or other technologiesthat provide for the partitioning or modularization of particularprocessing or control functions. Components may be combined via theirinterfaces with other components to carry out a machine process. Acomponent may be a packaged functional hardware unit designed for usewith other components and a part of a program that usually performs aparticular function of related functions. Components may constituteeither software components (e.g., code embodied on a machine-readablemedium) or hardware components. A “hardware component” is a tangibleunit capable of performing certain operations and may be configured orarranged in a certain physical manner. In various example embodiments,one or more computer systems (e.g., a standalone computer system, aclient computer system, or a server computer system) or one or morehardware components of a computer system (e.g., a processor or a groupof processors) may be configured by software (e.g., an application orapplication portion) as a hardware component that operates to performcertain operations as described herein. A hardware component may also beimplemented mechanically, electronically, or any suitable combinationthereof. For example, a hardware component may include dedicatedcircuitry or logic that is permanently configured to perform certainoperations. A hardware component may be a special-purpose processor,such as a Field-Programmable Gate Array (FPGA) or an ApplicationSpecific Integrated Circuit (ASIC). A hardware component may alsoinclude programmable logic or circuitry that is temporarily configuredby software to perform certain operations. For example, a hardwarecomponent may include software executed by a general-purpose processoror other programmable processor. Once configured by such software,hardware components become specific machines (or specific components ofa machine) uniquely tailored to perform the configured functions and areno longer general-purpose processors. It will be appreciated that thedecision to implement a hardware component mechanically, in dedicatedand permanently configured circuitry, or in temporarily configuredcircuitry (e.g., configured by software) may be driven by cost and timeconsiderations. Accordingly, the phrase “hardware component” (or“hardware-implemented component”) should be understood to encompass atangible entity, be that an entity that is physically constructed,permanently configured (e.g., hardwired), or temporarily configured(e.g., programmed) to operate in a certain manner or to perform certainoperations described herein. Considering embodiments in which hardwarecomponents are temporarily configured (e.g., programmed), each of thehardware components need not be configured or instantiated at any oneinstance in time. For example, where a hardware component comprises ageneral-purpose processor configured by software to become aspecial-purpose processor, the general-purpose processor may beconfigured as respectively different special-purpose processors (e.g.,comprising different hardware components) at different times. Softwareaccordingly configures a particular processor or processors, forexample, to constitute a particular hardware component at one instanceof time and to constitute a different hardware component at a differentinstance of time. Hardware components can provide information to, andreceive information from, other hardware components. Accordingly, thedescribed hardware components may be regarded as being communicativelycoupled. Where multiple hardware components exist contemporaneously,communications may be achieved through signal transmission (e.g., overappropriate circuits and buses) between or among two or more of thehardware components. In embodiments in which multiple hardwarecomponents are configured or instantiated at different times,communications between such hardware components may be achieved, forexample, through the storage and retrieval of information in memorystructures to which the multiple hardware components have access. Forexample, one hardware component may perform an operation and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware component may then, at alater time, access the memory device to retrieve and process the storedoutput. Hardware components may also initiate communications with inputor output devices, and can operate on a resource (e.g., a collection ofinformation). The various operations of example methods described hereinmay be performed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implementedcomponents that operate to perform one or more operations or functionsdescribed herein. As used herein, “processor-implemented component”refers to a hardware component implemented using one or more processors.Similarly, the methods described herein may be at least partiallyprocessor-implemented, with a particular processor or processors beingan example of hardware. For example, at least some of the operations ofa method may be performed by one or more processors orprocessor-implemented components. Moreover, the one or more processorsmay also operate to support performance of the relevant operations in a“cloud computing” environment or as a “software as a service” (SaaS).For example, at least some of the operations may be performed by a groupof computers (as examples of machines including processors), with theseoperations being accessible via a network (e.g., the Internet) and viaone or more appropriate interfaces (e.g., an Application ProgramInterface (API)). The performance of certain of the operations may bedistributed among the processors, not only residing within a singlemachine, but deployed across a number of machines. In some exampleembodiments, the processors or processor-implemented components may belocated in a single geographic location (e.g., within a homeenvironment, an office environment, or a server farm). In other exampleembodiments, the processors or processor-implemented components may bedistributed across a number of geographic locations.

“PROCESSOR” in this context refers to any circuit or virtual circuit (aphysical circuit emulated by logic executing on an actual processor)that manipulates data values according to control signals (e.g.,“commands”, “op codes”, “machine code”, etc.) and which producescorresponding output signals that are applied to operate a machine. Aprocessor may, for example, be a Central Processing Unit (CPU), aReduced Instruction Set Computing (RISC) processor, a ComplexInstruction Set Computing (CISC) processor, a Graphics Processing Unit(GPU), a Digital Signal Processor (DSP), an Application SpecificIntegrated Circuit (ASIC), a Radio-Frequency Integrated Circuit (RFIC)or any combination thereof. A processor may further be a multi-coreprocessor having two or more independent processors (sometimes referredto as “cores”) that may execute instructions contemporaneously.

“TIMESTAMP” in this context refers to a sequence of characters orencoded information identifying when a certain event occurred, forexample giving date and time of day, sometimes accurate to a smallfraction of a second.

“LIFT” in this context is a measure of the performance of a targetedmodel at predicting or classifying cases as having an enhanced response(with respect to a population as a whole), measured against a randomchoice targeting model.

What is claimed is:
 1. A method comprising: receiving, at a first clientdevice, an identifier that identifies a location of interest, theidentifier comprising a text input; retrieving a set of proximityborders associated with the location of interest responsive to thereceiving the identifier that identifies the location of interest;causing display of a presentation of the set of proximity borders withina region that includes the location of interest in response to thereceiving the identification of the location of interest, the set ofproximity borders including a first proximity border that surrounds afirst portion of the region, and a second proximity border thatsurrounds a second portion of the region; receiving, via the firstclient device, a selection of the first proximity border and the secondproximity border from among the set of proximity borders displayedwithin the region; receiving an input that defines a period of time, theperiod of time comprising a start time and an end time; generating a setof geo-fences based on the first portion of the region and the secondportion of the region of the first proximity border and the secondproximity border, the set of geo-fences associated with a media item;detecting an entry of a second client device into a geo-fence from amongthe set of geo-fences during the period of time defined by the input;providing the second client device with access to the media itemresponsive to the detecting the entry of the second client device intothe geo-fence; receiving a request for the media item from the secondclient device; calculating visitation metrics of the location ofinterest based on the request for the media item from the second clientdevice; and causing display of a notification at the first clientdevice, the notification comprising a visualization of the visitationmetrics of the set of geo-fences during the period of time defined bythe input.
 2. The method of claim 1, wherein the mobile device isassociated with a user profile that comprises user attributes, andwherein the notification includes an indication of the user attributesof the user profile associated with the mobile device.
 3. The method ofclaim 1, wherein the receiving the identification of the location ofinterest includes: receiving an address that identifies the location ofinterest.
 4. The method of claim 1, wherein the receiving theidentification of the location of interest includes: receiving an inputthat draws a closed shape into a map image displayed at the clientdevice, the closed shape encompassing at least the location of interest.5. The method of claim 1, wherein the method further comprises:generating a metrics interface that includes the presentation of thevisitation metrics.
 6. The method of claim 5, wherein the presentationof the visitation metrics includes a visual representation of thevisitation metrics, the visual representation including a bar graph. 7.The method of claim 5, wherein the visitation metrics include a numberof mobile devices that enter the geo-fence.
 8. The method of claim 1,wherein the detecting the entry of the mobile device to the geo-fencerepresented by the proximity border includes: generating a record of theentry of the mobile device to the geo-fence, the record including a timestamp indicating a time of the entry, and an identifier that identifiesthe portion of the region represented by the geo-fence.
 9. The method ofclaim 1, wherein the detecting the entry of the mobile device to thegeo-fence represented by the proximity border includes: receiving arequest from the mobile device, the request including location data andan identifier that identifies the mobile device, wherein the locationdata identifies the portion of the region.
 10. The method of claim 1,wherein the method further comprises: communicating a request to themobile device in response to the detecting the entry of the clientdevice to the geo-fence; receiving a response to the request from themobile device; and wherein the causing display of the notification is inresponse to the response to the request.
 11. A system comprising: amemory; and at least one hardware processor coupled to the memory andcomprising instructions that causes the system to perform operationscomprising: processing user input data received at an input componentcoupled to a client device, the user input data comprising an identifierthat identifies a location of interest; retrieving a set of proximityborders associated with the location of interest responsive to theprocessing the user input data that comprises the identifier thatidentifies the location of interest; causing display of a presentationof the set of proximity borders within a region that includes thelocation of interest, the set of proximity borders including a firstproximity border that surrounds a first portion of the region, and asecond proximity border that surrounds a second portion of the region;receiving a selection of the first proximity border and the secondproximity border from among the set of proximity borders; receiving aninput that defines a period of time, the period of time comprising astart time and an end time; generating a set of geo-fences based on thefirst portion of the region and the second portion of the region of thefirst proximity border and the second proximity border, the set ofgeo-fences associated with a media item; detecting an entry of a secondclient device into a geo-fence from among the set of geo-fences duringthe period of time defined by the input; providing the second clientdevice with access to the media item responsive to the detecting theentry of the second client device into the geo-fence; receiving arequest for the media item from the second client device; calculatingvisitation metrics of the location of interest based on the request forthe media item from the second client device; and causing display of anotification at the first client device, the notification comprising avisualization of the visitation metrics of the geo-fence during theperiod of time defined by the input.
 12. The system of claim 11, whereinthe mobile device is associated with a user profile that comprises userattributes, and wherein the notification includes an indication of theuser attributes of the user profile associated with the mobile device.13. The system of claim 11, wherein the receiving the user inputspecifying the location of interest includes: receiving an address thatidentifies the location of interest.
 14. The system of claim 11, whereinthe instructions cause the system to perform operations furthercomprising: generating a metrics interface that includes thepresentation of the visitation metrics.
 15. A non-transitorymachine-readable storage medium comprising instructions that, whenexecuted by one or more processors of a machine, cause the machine toperform operations comprising: processing user input data received at aninput component coupled to a client device, the user input datacomprising an identifier that identifies a location of interest;retrieving a set of proximity borders associated with the location ofinterest responsive to the processing the user input data that comprisesthe identifier that identifies the location of interest; causing displayof a presentation of the set of proximity borders within a region thatincludes the location of interest, the set of proximity bordersincluding a first proximity border that surrounds a first portion of theregion, and a second proximity border that surrounds a second portion ofthe region; receiving a selection of the first proximity border and thesecond proximity border from among the set of proximity borders;receiving an input that defines a period of time, the period of timecomprising a start time and an end time; generating a set of geo-fencesbased on the first portion of the region and the second portion of theregion of the first proximity border and the second proximity border,the set of geo-fences associated with a media item; detecting an entryof a second client device into a geo-fence from among the set ofgeo-fences during the period of time defined by the input; providing thesecond client device with access to the media item responsive to thedetecting the entry of the second client device into the geo-fence;receiving a request for the media item from the second client device;calculating visitation metrics of the location of interest based on therequest for the media item from the second client device; and causingdisplay of a notification at the first client device, the notificationcomprising a visualization of the visitation metrics of the geo-fenceduring the period of time defined by the input.
 16. The non-transitorymachine-readable storage medium of claim 15, wherein the mobile deviceis associated with a user profile that comprises user attributes, andwherein the notification includes an indication of the user attributesof the user profile associated with the mobile device.